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The survey shows that online store customers look at the opinions of others when they shop.  Some may be fake Aerosols

The survey shows that online store customers look at the opinions of others when they shop. Some may be fake Aerosols

Reviews of purchases in online stores play an increasingly important role in shopping. This was found by a survey conducted by Nielsen Admosphere and the E-Commerce Association. According to him, 97 percent of customers take into account the experience of previous shoppers, which they described in the reviews.



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97 percent of customers take into account the experience of previous shoppers, survey shows (illustration image) Source: Pixabay Photobank

His love for tasting spirits led Jacob Gottwald to the fact that he and a friend founded the online store Lihovárek.cz four years ago. In the assortment, customers will find not only rum and whiskey but also gin or liqueur. However, most often, people order pear and plum brandy on their website and spend an average of two thousand crowns. Customer reviews are also key to this store, Gottwald stresses.

The survey shows that online store customers look at the opinions of others when they shop. Theme of Barbora Kladivova

“We receive several reviews per day on our online store. It is based on the fact that we move several dozen higher orders per day and for each order before it is delivered comes an email actively asking for a review,” he explains to Radiožurnál.

There are a few bad guys in this particular business. But they do have experience of fantastical reviews from people they didn’t shop with.

“For example, we have an ad on Facebook, which reaches a person who does not want to buy the product, but needs to comment on it. Due to the fact that we have very extensive knowledge of our products, he comments on it inaccurately, we correct it and usually such a person has a problem in expressing himself everywhere possible, so he writes reviews wherever he is, ”describes Gottwald.

At the same time, reviews – especially positive ones – are fundamental for online stores – and this was also confirmed by a survey conducted by the Nielsen Admosphere of the E-Commerce Association.

“User ratings – whether when choosing an online store or when choosing a specific product – are very important for online stores. Because in our surveys, 97 percent of customers say they are at least partially targeted, which of course is very important. Almost every Internet user is affected by these reviews” , notes the association’s executive director, Jan Viteska. For just three percent of shoppers, ratings play no role.

Fake reviews?

False or fabricated reviews, as in a competitive struggle, are no longer as much of a problem as they once were. Big tech companies have helped e-stores.

“On important platforms for online stores, this is no longer easy. For example, Google and Eureka already have algorithms for detecting false reviews – for example, they allow you to enter reviews only after an actual purchase,” explains Samuel Huba, Marketing Director of Shoptet.


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Přesto se taková hodnocení můžou objevit a pro zákazníka je pak těžké rozeznat je od těch pravých. Na co se při tom zaměřit?

„Díval bych se na e-shop jako celek a snažil bych se hledat další známky důvěry v ten e-shop. To znamená podívat se do obchodních podmínek, jestli za tím stojí skutečné s.r.o., jestli mají nějakou telefonní linku, na kterou se můžu dovolat, a jestli jsou třeba aktivní na sociálních sítích a komunikují tam s fanoušky,“ radí lidem Matěj Kapošváry, provozní ředitel společnosti Shopsys.

Právě recenzí se dotkne i nová směrnice Evropské unie, která by měla platit pro e-shopy od příštího roku. Obchodníci budou muset nově zveřejňovat, jak recenze získávají a jak je zpracovávají.

Barbora Kladivová

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